experiential design as a business value driver part i
DESCRIPTION
Keynote address to over 400 business leaders in Australia & New ZealandTRANSCRIPT
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- Albert Einstein
“Knowledge is Experience everything else is just
Information”
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The 2.5LB mass in our heads is an experience
machine
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WE MUST ACCEPTA lot happens that
is subconscious non verbal
and out of reach
of the consumer
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So asking consumers about their experiences after the fact
IS JUS ET NOIS
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and design is the most difficult experience
to articulate
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but because design is one of the most
importantbusiness drivers
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businesses must focus on it
with the added value & knowledge from
consumer neuroscience
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3 Neuro Principles of Experiential Design
self conceptualisation
self observation
active participation & real experience
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active participation & real experience
stimulates
all the senses
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self observationprovides consequential
reflection
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self conceptualisation
is
thought provoking
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EXPER IENT IAL DES IGN
to address a real problem
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THE FACTStalk on a mobile phone
while driving and youare 4 TIMESmore likely to
CRASHthan if you don’t
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8 0 %OF DRIVERSTALK ONTHEIR MOBILE
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YOUNGdrivers are most
AT RISK
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THE BRIEF:Apply Principles of Experiential Design
create a social marketing campaign
target young drivers & mobile phone use
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THE CHALLENGE:Find a channel that enables driving and mobile phone use
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THE INGREDIENTS
a car
a phone
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THE SOLUTION
A driving game never seen before
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THE TWIST
An incoming call during game play
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THE REVEAL
Answer the call and receive a safe driving message from VIC Roads
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THE END
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Dr Shane G Moon